How do you communicate the value of your share plan to everyone in your organisation?
Your employee share plan is an opportunity for your colleagues to save for their future. It’s a financial investment that can benefit them long-term and improve their financial wellbeing. But communicating share ownership isn’t always easy, especially when so many other financial commitments take priority in our day-to-day lives.
If you have an employee share plan, it’s crucial that you communicate its value – it’s how you’ll get your colleagues on board with your message. By explaining the ‘why’ behind your share plan and how it can benefit them and their families, you stand a better chance of striking an emotional connection with your audience.
Remember the key to great communication is to stay with them on the journey, so communicate in bite-size pieces with clear touchpoints so they stay engaged.
Here are the key steps to communicate the value of your share plan:
Share your company mission, purpose and values
Help your colleagues feel like part of the bigger picture by communicating your mission, purpose and values. What direction is the company going in? Why are you offering this share plan now? How does it align with your EVP? Why do you want to invest in your colleagues’ financial wellbeing? By explaining the ‘why’ behind your share plan, you’ll help your colleagues understand the value of this reward and see what role they play in achieving these goals.
Remind colleagues that share plans are a worthwhile investment
Whether you offer a SAYE, SIP or Discretionary plan, your colleagues need to know that they can benefit in the future. Emphasise that shares can be a long-term investment, allowing participants to benefit from the company’s growth over time. This means they’ll be sharing in any future success. Reiterate why share ownership is so empowering and remind them that they have the choice keep their shares in the company or sell them and potentially make a profit.
Demonstrate the potential gain
Discuss the potential for earning a profit on selling their shares if the share price increases, and the potential to receive dividends as cash or extra shares. Dividends provide a regular income stream, making share ownership a source of ongoing earnings. Remember to be transparent about company performance – you can show historical company performance or other relevant business metrics to reassure your colleagues.
Spend time tailoring your messages
To really get through to your audience, you need to understand them. How much do they know? Are they already investing in another plan? Adapt your messages about your share plan depending on whether you’re speaking to new participants or colleagues with experience in investing. It’s helpful to use real-life stories and avoid jargon where necessary, so you don’t alienate people. You can also connect the value of share ownership to the specific financial goals and risk tolerance of your audience, whether they’re looking for income, growth, or financial security.
By effectively communicating these aspects, you can help potential investors understand the value and benefits of owning shares in your company.
You can learn more about effective communications in our comprehensive share plans explainer.
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